Home / Networking / No Nielsen? Here’s How Networks Can Use Other Measurement Tools – Broadcasting & Cable

No Nielsen? Here’s How Networks Can Use Other Measurement Tools – Broadcasting & Cable

CBS and Nielsen have been in the news recently as stalled renewal negotiations led CBS to allow its contract to lapse at the end of 2018. The network publicly expressed frustration, calling out Nielsen for not making sufficient “progress” in offering “complete and accurate measurement across platforms.”

On Jan. 7, Nielsen said that it’s adding OTT and mobile to its Total Ad Ratings data. It remains to be seen if that will be enough to placate CBS. Meanwhile, the standoff has a lot of industry players thinking about the measurement ecosystem beyond Nielsen.

Outside of the typical comparisons to Comscore or Kantar, there is actually a lot out there for a network looking to put together a 360-degree view into viewer behavior and advertising performance.

Related: Google Gives Nielsen a Cross-Platform Boost

Smart TV Offers Real-Time Granularity at Scale

First off, viewership data down to a second-by-second look can be found using Inscape, the TV data company with glass-level insights from a panel of more than 9 million smart TVs and devices. The chart below, accessible on Inscape’s website here, shows tune-in for the top 10 shows, refreshed every few seconds.

Screen Shot 2019-01-07 at 10.32.57 AM

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